versus plastic. Consumer perception at that time prevented the marketplace success of this valid innovation. It took another 5-7 years for these products to be accepted in another packaging form - which turned out to be a foil pouch.

Finally, from the marketer's perspective, there is the cost of entry. The first to enter the marketplace wins the position of innovator in the consumer's mind and controls a vital territory.

Consumer product innovation can be either functional or emotional. It can be generated by original research or come from an idea that has been around a long time; can be implemented behind the scenes yet still have an impact in the marketplace. And while the marketer's perspective and the consumer's point of view are not always aligned, the ultimate determinant of success is the consumer. If consumers accept it - there is InnOvation - and they respond with a round of applause.

But what are the factors that influence consumer acceptance? First of all we must ask, 'Is a true need being filled?' Consumers are too savvy, busy, and overwhelmed by alternatives to invest in something that does not make their lives more convenient, pleasant, easy, or makes them feel good. For example, the idea of turning the ketchup bottle upside down was brilliant. What took so long to implement the obvious? But is it appropriate and relevant to place every product in an upside down package? Does the concept match the product or is it a forced fit?

The second and more critical aspect of consumer acceptance of innovation is timing. Is the consumer really ready to accept this innovation? To be successful, an innovation must be aligned with consumers' awareness and their ability to understand it. It cannot succeed if the advantages are not clear. For example, I worked with Johnson and Johnson in the 1990s in developing a paper-based secondary form-fill and seal container for storing and dispensing baby wipes. The concept failed in testing. Why? Because the consumer believed wipes in a paper container would dry out faster than those stored in plastic. In truth, the paper version was much better for retaining moisture versus plastic. Consumer perception at that time prevented the marketplace success of this valid innovation. It took another 5-7 years for these products to be accepted in another packaging form - which turned out to be a foil pouch.

Finally, from the marketer's perspective, there is the cost of entry. The first to enter the marketplace wins the position of innovator in the consumer's mind and controls a vital territory. H

ion - and they respond with a round of applause.

But what are the factors that influence consumer acceptance? First of all we must ask, 'Is a true need being filled?' Consumers are too savvy, busy, and overwhelmed by alternatives to invest in something that does not make their lives more convenient, pleasant, easy, or makes them feel good. For example, the idea of turning the ketchup bottle upside down was brilliant. What took so long to implement the obvious? But is it appropriate and relevant to place every product in an upside down package? Does the concept match the product or is it a forced fit?

The second and more critical aspect of consumer acceptance of innovation is timing. Is the consumer really ready to accept this innovation? To be successful, an innovation must be aligned with consumers' awareness and their ability to understand it. It cannot succeed if the advantages are not clear. For example, I worked with Johnson and Johnson in the 1990s in developing a paper-based secondary form-fill and seal container for storing and dispensing baby wipes. The concept failed in testing. Why? Because the consumer believed wipes in a paper container would dry out faster than those stored in plastic. In truth, the paper version was much better for retaining moisture versus plastic. Consumer perception at that time prevented the marketplace success of this valid innovation. It took another 5-7 years for these products to be accepted in another packaging form - which turned out to be a foil pouch.

Finally, from the marketer's perspective, there is the cost of entry. The first to enter the marketplace wins the position of innovator in the consumer's mind and controls a vital territory.

ook so long to implement the obvious? But is it appropriate and relevant to place every product in an upside down package? Does the concept match the product or is it a forced fit?

The second and more critical aspect of consumer acceptance of innovation is timing. Is the consumer really ready to accept this innovation? To be successful, an innovation must be aligned with consumers' awareness and their ability to understand it. It cannot succeed if the advantages are not clear. For example, I worked with Johnson and Johnson in the 1990s in developing a paper-based secondary form-fill and seal container for storing and dispensing baby wipes. The concept failed in testing. Why? Because the consumer believed wipes in a paper container would dry out faster than those stored in plastic. In truth, the paper version was much better for retaining moisture versus plastic. Consumer perception at that time prevented the marketplace success of this valid innovation. It took another 5-7 years for these products to be accepted in another packaging form - which turned out to be a foil pouch.

Finally, from the marketer's perspective, there is the cost of entry. The first to enter the marketplace wins the position of innovator in the consumer's mind and controls a vital territory.

it. It cannot succeed if the advantages are not clear. For example, I worked with Johnson and Johnson in the 1990s in developing a paper-based secondary form-fill and seal container for storing and dispensing baby wipes. The concept failed in testing. Why? Because the consumer believed wipes in a paper container would dry out faster than those stored in plastic. In truth, the paper version was much better for retaining moisture versus plastic. Consumer perception at that time prevented the marketplace success of this valid innovation. It took another 5-7 years for these products to be accepted in another packaging form - which turned out to be a foil pouch.

Finally, from the marketer's perspective, there is the cost of entry. The first to enter the marketplace wins the position of innovator in the consumer's mind and controls a vital territory.

versus plastic. Consumer perception at that time prevented the marketplace success of this valid innovation. It took another 5-7 years for these products to be accepted in another packaging form - which turned out to be a foil pouch.

Finally, from the marketer's perspective, there is the cost of entry. The first to enter the marketplace wins the position of innovator in the consumer's mind and controls a vital territory. However, that marketer incurs development costs, consumer education and awareness building costs, and, since a good idea will be copied in a short amount of time, the marketing expenses of defending this #1 position.

Is it better to be the second to enter? The answer, as with all business decisions, is an issue of risk v. reward. What is the cost of change v. the risk of not changing? Is the need to change being dictated by a competitor? Innovation is a critical part of brand marketing and growth. With a true InnOvation, the consumer responds with an Ovation, and the marketer not merely survives but prospers.